Show Emotion in Your Marketing Message
Avoid any tendencies to create stories and messages to fit criteria that have scant basis in reality. -Dan Sondhelm
Financial advisors need to address what clients care very deeply about—such as having enough to finance a daughter's college education or an abundant retirement, or creating new revenue streams. The balancing act, though, is to be emotional and dramatic, but not to exaggerate. Avoid any tendencies to create stories and messages to fit criteria that have scant basis in reality, warns Dan Sondhelm, partner and vice president of SunStar, an Alexandria, Va., marketing firm that specializes in promoting financial services companies. Be genuine in how you portray your organization and convey that information clearly to all your employees.
-Dan Sondhelm, partner and vice president of SunStar, an Alexandria, Va., in Branding Basics
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